Florence’s artisanal perfumery trade show, Pitti Fragranze, is set to explore the fascinating world of AI and its impact on fragrance creation, marketing, and consumer perception, particularly among Gen Zers. Themed “Reinvented Perception,” the upcoming 21st edition will feature the “Symbiotic Experience” installation, where four master perfumers will craft scents inspired by digital artworks, created by artists rather than traditional sources. This immersive exhibit, curated by Monogrid, will merge fragrance and AI, delivering a multi-sensorial encounter for visitors.
Notably, esteemed perfumers like Alberto Morillas, Serge Majoullier, Jerome di Marino, and Coralie Spicher are collaborating with digital artists to develop unique fragrances. Composer Alessandro Meistro will add an auditory dimension, creating music inspired by the artwork using a blend of physical instruments and AI. The installation will captivate guests, promoting interaction and engagement.
In addition to the artistic showcase, Pitti Fragranze will host thought-provoking talks. These discussions will delve into the integration of new tools in fragrance creation, the role of social media in communicating with consumers, and unconventional language in sharing perfumery knowledge. The event will also offer workshops on raw ingredients and extraction techniques, courtesy of Mane, while Istituto Marangoni will initiate conversations about its new cosmetic and fragrance courses in collaboration with Accademia del Profumo, Officina Profumo-Farmaceutica di Santa Maria Novella, and Symrise.
The trade show anticipates an impressive lineup of 170 exhibitors, including 71 new or returning companies and 20 labels showcasing under “Spring,” dedicated to emerging names in the industry. With 74% of exhibitors from international origins like France, the U.S, Turkey, Germany, and Spain, Pitti Fragranze is also drawing attention from Eastern Europe and Asia, exemplified by exhibitors from Armenia and Romania. The event promises a dynamic exploration of the evolving world of perfumery and its intersection with modern technology, offering an enriching experience for fragrance enthusiasts and industry professionals alike.
